Paid, Owned, Earned

Maximising Marketing Returns in a Socially Connected World

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Paid, Owned, Earned is about the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and original thinking it provides a clear framework on how best to approach the fragmented media landscape.

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About the book

The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.

Table Of Contents

Chapter - 00: Introduction;

Chapter - 01: How the world of paid, owned, earned works;

Chapter - 02: Listening;

Chapter - 03: Content hubs and communities;

Chapter - 04: Content;

Chapter - 05: Optimization;

Chapter - 06: Seeding and viral distribution;

Chapter - 07: Broadcast;

Chapter - 08: Performance;

Chapter - 09: Responding;

Chapter - 10: Measurement

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Reviews

Paid, Owned, Earned is an indispensable source of knowledge for anyone involved in the front line of marketing in the digital age. It covers all aspects of consumer engagement in an accessible and thought-provoking style.John Taylor, Chairman, ZenithOptimedia Worldwide

Paid, Owned, Earned should be required reading for anyone who works in media and marketing. This isn't just the future but the present. If you're not sure why your career hasn't taken off or why your products aren't selling it may be because you don't understand the concepts so thoughtfully articulated in this book.Shiv Singh, Global Head of Digital, PepsiCo Beverages and author of Social Media Marketing for Dummies

Paid, Owned, Earned is essential to understanding the new marketing landscape.In this book Nick Burcher not only explains how everything from search to social to TV is inter-connected, but tells you how to succeed. Ignore this book at your peril!Mike Moran, Chief Strategist at Converseon and author of Do It Wrong Quickly and co-author of Search Engine Marketing, Inc

Nick's book is easily the most complete and actionable contribution to date to the 'Paid, Owned, Earned' conversation. And it comes at a time when the power and potential of earned media is driving really hard yet urgent questions across the enterprise: how to fund community managers, how to 'socialize' offline assets like TV and packaging, how to think about 'profit center' versus 'cost center' aspect of customer service. He's easily 'earned' this testimonialPete Blackshaw, Nestlé Global Head of Digital Marketing and Social Media and author of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000"

In a fragmented media landscape that is in constant change it is difficult for advertisers to get an understanding of the underlining dynamic and constantly changing concepts. Nick clearly understands both the theory and the practical implications and this book will help advertisers to enter the stage better dressed and more qualified.Rene Rechtman, Head of AOL EMEA / CEO goviral

Paid, owned, earned is the most misunderstood phenomenon of the social media revolution. This book is the first grown-up work that seeks to understand and explain the connection between the different elements without a biased view from one side of the triangle.Greg Grimmer, Founder, Hurrell Moseley Dawson & Grimmer

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About the Author

Nick Burcher is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, one of the world's largest global media services agencies and a part of the Publicis Groupe. With 15 years industry experience, he has worked across the whole spectrum of Paid, Owned, Earned (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presences.